Following an extensive search for a new creative partner that began last November with the review of more than 35 agencies, El Pollo Loco Inc. announced it has selected Hollywood, California–based goodness Mfg. as its new advertising agency of record.

goodness Mfg. will handle strategic marketing and communication needs for the flame-grilled chicken chain, including English- and Spanish-language creative (broadcast and digital), in-restaurant merchandising, and local restaurant marketing.

“The goodness Mfg. team was a tour de force of strategic insight and creative talent and we couldn’t be more pleased with our decision,” says Mark Hardison, vice president of marketing for El Pollo Loco Inc. “They are smart, passionate brand champions who demonstrated a solid understanding of our business and our brand, along with the ability to leverage consumer insights and research in developing a compelling and differentiated brand communications platform that we believe will resonate deeply with consumers in both general and Hispanic markets.”

goodness Mfg.’s first work for El Pollo Loco will appear in late May in the form of new television commercials (English and Spanish), in-restaurant merchandising, and other creative elements.

“We are honored to work with such a beloved brand and excited about the opportunity to fortify El Pollo Loco in the hearts and minds of consumers through a total market approach that integrates all expression of the brand in a compelling and breakthrough way,” says goodness Mfg. CEO Rick Eiserman. “The diversity and reach of the business is a great fit for goodness Mfg.'s broad arsenal of media disciplines and we are thrilled to share a table with El Pollo Loco in this next evolution of the brand."

El Pollo Loco also recently brought on board Los Angeles-based MBMG as its media strategy and buying partner for general market and Hispanic media and Interpublic Group’s ID Media, the nation’s largest direct response media services company, to oversee the strategic planning and implementation of print media and couponing.